Another project on Facebook that’s not as controversial comes from John Deere. With 15 days remaining, the “Can Do” campaign hopes to fight hunger, building an entire farmer’s combine with 300,000 cans. For every user who creates his or her own virtual can on Facebook, Deere will donate one real can to the cause.
Chances are that whoever worked on the Deer project knew their way around the Web—but were they a Digital Bad Ass? If they came from Draftfcb, chances are they were, or so the new position the agency is trying to fill would indicate.
How do you suppose you go about pitching a Digital Bad Ass? If you’re taking notes from Bloomberg, you do it on personality. That’s how the media group plans to rev up Businessweek sales, launching a consumer-targeted campaign for the magazine that plays on the character traits of its readers.